Wee Wars
The Wiimote is a popular nickname for the remote control used in the goliath gaming system, Nintendo Wii.
The Weemote is a remote control for kids, trademarked by Fobis Technologies in 2000.
How can these two products coexist in such a similar field? Time magazine recently published an interesting article about the situation. The catch is that the Nintendo Wiimote name is not trademarked, or explicitly used in marketing or packaging campaigns but, rather, has come to popularity through online and third party communications.
While Nintendo is enjoying a free marketing ride thanks to internet chatter, Fobis is in a bind. "Wiimote" has become part of mainstream gaming vernacular, and the Weemote brand has been severely diluted as a result. A small company, Fobis does not have the time or resources to patrol all third party Wiimote buzz to protect their trademark. Offers to sell the Weemote name to Nintendo have also been rejected.
The article raises many questions about intellectual property and trademark protection in the age of the internet. At what point does buzz become infringement? And how can small companies protect their trademarks in these situations?
How do you think the issue should be resolved?
Contributed by: Maghan Cook
A Fashion Find That Feeds
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Coach. Vera Bradley. Kate Spade. Who would have thought the next up and coming tote bag would be made popular by the United Nations?
The FEED bag, created by the United Nations World Food Program (WFP), may not have been a predictable addition to any popular fashion mags "Must Have Accessories" list, but this organically made tote bag seems to be frequenting the shoulders of celebrities and average Joes alike. And contrary to what I initially thought—the proceeds do not go to starving farm animals.
So here is the story behind the FEED bag:
Hydrox Returns!
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Kellogg's is bringing back the original Hydrox cookie to celebrate their 100th anniversary this year; a felicitous event indeed for the cult of Hydrox fans who have been craving the crème filled confection since their disappearance from shelves in 2003.
Although some people may remember Hydrox cookies as 'imitation Oreos', they were actually the first to market, debuting in 1908 by what would later become Sunshine Biscuits. It wasn’t until 1912 when the National Biscuit Co. (later called Nabisco) entered the crème-filled cookie market with Oreos, and the battle began. Read more
No Free Lunch
The recent litigation between POM Wonderful and Purely Juice makes me question the correlation between marketing and nutrition labels.
According to Brandweek, Purely Juice claimed that one of its products was "100% pure pomegranate juice" and contained "no added sugar or sweeteners." Seven different labs showed found that the product contained trace amounts of pomegranate juice and a healthy dose of high-fructose corn syrup -- a fairly clear case of false advertising and misleading the consumer into believing the product is healthier than it actually is. But aren’t we as consumers surrounded by these “claims” every day? “Calorie-free” sodas can actually contain up to 5 calories per serving. A product with the word “light” on its package only has to have 1/3 fewer calories than the original, but we’re assuming that the original calories aren’t off the charts to begin with.
Working with many consumer companies, we’ve had to tread lightly on using words like “fresh” or “healthy” in product naming to avoid making false claims on what the product actually delivers. Here’s a breakdown of what you can expect in your packaging versus your nutrition label:
Big-Hearted Brands: Sweet Feet
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If you are like me, you probably have at least twenty pairs of shoes in your closet. You probably even want to kick yourself, with that new pair of shoes you just bought, for straining your finances in the name of fashion.
However, there is a new shoe brand on the market that will not only go easy on your wallet, but make you feel good as well (and not just because these shoes are super comfortable)!
Read more
Big Hearted Brands
What do TOMS Shoes, The Gap, and the United Nations Development Group all have in common? These organizations, along with many others, are making an earnest effort to make the world a better place.
"Cause branding" is becoming a popular medium for companies, organizations, and their customers, to show support for humanitarian issues and promote social responsibility. Stay tuned for posts about new products you can buy that not only look good, but will make you feel good too!
Contributed by Laine Beyerl
Dog-Gone Marketing
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Man’s best friend has become a marketer’s dream. It’s no longer simply designer carriers and rhinestone-studded leashes. Today’s pups are surrounded by as many luxury labels and fashion trends as the rest of us. With clever brand names to boot.
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Nickname it!
I’m going to hop in my Beamer and grab some Mickey D’s for lunch!
I guarantee that you understood exactly what I meant when you read that sentence. In today’s world, we’ve become accustomed to using nicknames in place of brand names, but have you ever stopped to wonder HOW these brand names become nicknames? Sure, we all have a natural tendency to abbreviate, but do certain nicknames have a meaning?
Lovemark Branding
Lovemarks. No, I’m not talking about the possible cause for a rapid increase in turtle neck sales among high school girls. According to Kevin Roberts, author of Lovemarks: The Future Beyond Brands, making an emotional connection with your consumers, earning their respect and love, will yield brand loyalty.
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Man Brands
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Looking for a belated Father’s Day gift? Lucky for you, it’s 2008, and the male shopper has become an increasingly sought-after demographic. There are loads of ‘man-brands’ lining the shelves these days that are perfect for the occasion.Read more